Dive Brief:
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Just 42% of 750 consumers surveyed by consulting firm Accenture found it easy to complete purchases via mobile. 39% said physical stores need upgrades, and 32% said they’d like retailers to integrate online, mobile, and brick-and-mortar shopping. Another 39% said they’d like to access loyalty perks and in-store specials via mobile, but just 28% of retailers allow that.
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A whopping 82% said they expect prices to be the same across channels, a jump from 69% last year. But Accenture says that just 34% of retailers keep their prices consistent across channels for 80% of products they looked at.
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Over half (57%) of consumers in the survey said that they’d happily wait for products for four days to a week when shipping is free, and 29% would wait longer. A quarter would pay $10 for same-day delivery, 13% said they’d pay for next-day, and 22% said they might pay $20 or more for delivery within two hours, the survey found.
Dive Insight:
Omnichannel is the top prize that retailers are working for, but Accenture finds those efforts aren’t moving as swiftly as consumers' expectations. Accenture’s global managing director of retail practice Dave Richards warns that these results, which bolster similar assessments elsewhere, represent a missed opportunity for retailers to engage technology that would in turn engage customers.
“All sales channels must be equally desirable to the consumer, so that the path to purchase is not chosen based on satisfaction in one channel over another, but simply on what is most convenient at that time,” Richards says.